Pollyanna Adventures: transmedia strategies for youth digital narratives in Brazil

This study investigates the convergence of television and social media in Brazil, focusing on the interactive digital narratives of two juvenile soap operas derived from "Pollyanna". The research aims to understand the characteristics of transmedia and its impact on digital culture. Through netnography methods including social media metrics, observation, monitoring, and qualitative interviews, the study looks on the production and consumption of these interactive narratives on SBT's YouTube channel, TV Zyn. This paper explores the transformations in contemporary practices of transmedia content production, distribution, and consumption, as well as the ways in which digital networks shape individual identities, sociabilities, and sensibilities. The study finds that transmedia narratives offer a unique blend of traditional television storytelling and social media engagement. Viewers actively participate in the narratives through comments, likes, and shares, fostering a sense of community and connection. The soap operas also incorporate interactive elements that encourage audience involvement and personalization. Furthermore, the research highlights the challenges and opportunities faced by SBT in producing media fusion content. While the digital platform offers new avenues for reaching audiences, it also requires adaptation to the specific demands and expectations of online viewers. The study concludes by emphasizing the significance of media fusion in shaping contemporary culture and the need for continued exploration of its implications.